"Walmart's commitment to creator commerce was on full display at the second annual Forbes Creator Upfronts in Los Angeles. Chief Marketing Officer William White, in conversation with Seth Matlins, Managing Director of the Forbes CMO Network, explained why Walmart is investing heavily in creators. "Creators really are becoming one of the most trusted points of sale in retail," White said. Walmart's scale turns that trust into a competitive advantage."
"The company operates nearly 10,750 stores and clubs across 19 countries, serving 255 million customers weekly. With the ability to deliver within one hour to 95 percent of the country, Walmart gives creators and shoppers something no other platform can: immediate access from discovery to delivery. Launched in 2022, the Walmart Creator Program enables influencers to run businesses within Walmart's ecosystem: discovering products, tracking sales, and building custom storefronts."
Creator commerce has grown into a trillion-dollar force reshaping retail, offering a new sales channel driven by influencer trust. Walmart is turning creators into a core sales channel by leveraging nearly 10,750 stores, rapid delivery to 95% of the country, and a 2022 Creator Program that lets influencers discover products, track sales, and build storefronts. LTK operates a $6 billion business providing retailers a third growth engine beyond stores and websites. ShopMy, valued at $1.5 billion, builds systems that connect luxury brands to curated discovery, demonstrating opportunity across retail, platforms, and luxury.
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